Relationship marketing
Thorsten Hennig-Thurau, Ursula Hansen · 2000
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About the book
"We are witnessing a core shift in the focus of marketing away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economics value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing and considers related strategic and instrumental issues."--Jacket.
Book details
- Year
- 2000
- Language
- English
- Publisher
- Springer
- Editions
- 4
- Pages
- 459
- ISBN
- 9783540669425
Data source: Wikidata